Press: Loomstate SRF + CTY Drops In

Saturday, March 02, 2013

Introducing Loomstate's freshest new collection, SRF + CTY, for guys who balance urbanity with a swell lifestyle. Our spring video recently screened exclusively on Style.com! You will get a kick, but please also read the article below to learn about our mission and the sustainable materials we use. Expect soft reversible hoodies, fun graphic tees, and the ultimate summer tank top, all made from 50% organic cotton and 50% recycled plastic bottles. We look forward to showing you the full collection mid-March on Loomstate.org! Sign up and be the first to know when the line drops in.

Rogan Gregory and Scott Mackinlay Hahn of eco-chic label Loomstate like to split their time between the city and the beach. And with their new clothing line, SRF+CTY by Loomstate, the designers have found a way to get the best of, or at least seamlessly transition between, both worlds. “We love to surf,” said Gregory, who phoned in from Montauk. “But we work in the city. For us, the balance of urban life and nature is an important yin-yang. And I feel like a lot of people in the past five years have caught on to it,” he mused, noting that he feels the surf-meets-metropolitan lifestyle is becoming increasingly influential in culture and design.

The eco-conscious menswear collection includes shorts, knitwear, printed T-shirts, sweatshirts, and tank tops (which Gregory says are possibly the best thing he’s ever designed) and aims to take gents all the way from their midtown (or, let’s be serious, downtown) office to the waves at Montauk or Rockaway. Based around the concept of “fifty-fifty,” the line’s wares (which range from $65 to $130) are all made from an equal blend of organic cotton and recycled poly (the latter, Gregory explained, helps the clothes keep their shape when they get wet). Many of the pieces are reversible—the idea being that one side is more urban-appropriate, while the other screams “surf’s up!” Have to scoot from the shore to a meeting? Don’t fret. Just put your board down, flip it, and reverse it. This versatility is demonstrated in the label’s lighthearted new film. The video, which debuts exclusively above, shows Gregory and Hahn’s surfer pal skateboarding, goofing off, and navigating the subway with his surfboard (apparently, this is not an uncommon occurrence). “It’s a weird experience when you bring your board to work and take it on the subway,” conceded Gregory. “But when you come out on the other end and see the ocean? There’s something really cool about that.”
SRF+CTY will be available online at Loomstate.org, and in Nordstrom and Bloomingdale’s, from March 15.

Give us your e-mail and be the first to know when the line drops! Just because we like your style, you will also get 20% off your next shopping experience with the provided discount code. Yeeww!